Can you sell by giving presentations?
Think of it this way: if you sell by giving presentations, you’re asking very little of your prospect. You’re talking at him or her, and hoping that something will resonate so much that he or she will be compelled to throw money at you. Some people will.
But I would submit that those people were either pre-sold—in which case you’re simply an order taker, and there’s not much skill required to do that—or they’re so gullible they’ll agree to anything, without understanding the potential value of the work you’ll do or the service you’ll provide.
When that’s the case, they may buy now, but will often change their minds later. When your sale is based on “He decided that he has to do this to minimize the Pain of (whatever),” it’s much more likely to stick!
The “presentation approach” to selling carries significant risks. When you put together a presentation, you’re doing one of two things:
You’re presenting everything about your service or product.
Or you’re presenting the things about your service or product that you think your prospect is most likely to be interested in.
Either way, you run the risk of mentioning something that the prospect definitely does not want. And when you do, that can be the reason that he decides not to do business with you!
A prospect only needs one reason not to do business with you, and if it’s good enough, you’ve lost his business.
We refer to this phenomenon as “Reason to Reject.” In a world in which we are all receiving thousands of promotional messages every day—from television, radio, newspapers, magazines, billboards, sides of buses, junk mail, spam—we are all overwhelmed.
So we screen them out. We don’t pay attention to more than a tiny fraction of the messages that are sent our way. And when we do pay attention, we tend to think, “Why don’t I need this?”
If we can come up with an answer to that question—a Reason to Reject—we move on.